说走就走的旅行 - 自由自在趣旅行!今天是:
E旅行网
行者旅游
Current Location: E旅行网 > 环球游讯 > TravelNews >

Hotel revenue management: An integrated strategy of RM, S&M, CRM

Date:2018-06-08 18:25Source:ChinaTravelNews ReadingNumber: Times

The article provides hoteliers with organizational, financial, technological and philosophical changes and action steps needed for revenue management.

The hospitality industry is enjoying its longest expansion and healthiest growth in decades, yet there are some troubling trends beginning to surface that threaten profitability and overall performance.

One of these trends is that net room revenue - i.e., revenue that remains with the hotel after accounting for distribution costs (OTA commissions, traditional agency commissions and other distribution expenses) - has been declining steadily over the past several years.

For example, US hotels earned roughly $155.2 billion in guest‐paid revenue in 2017 but paid an estimated $25.2 billion to acquire guests in the form of OTA commissions and other distribution costs, retaining significantly lower net room revenue of $130 billion (Kalibri Labs). Revenue capture - i.e., net room revenue that remained with the hotels - declined from 84.9% in 2015 to an estimated 83.5% in 2018 (Kalibri Labs).

Traditionally, RM, S&M and CRM operate as separate teams with their own goals, technology tools, databases, vendors and more.

Revenue managers vs. marketing managers: RM has been the science of analyzing the property’s past, present and future performance data, comp set pricing, plus past and projected macroeconomic data, citywide convention and major events calendar, etc. Revenue managers rarely have the tools and data access to take into consideration CRM data, including guest RFM values, website user behavioral data and digital marketing data.

What should hoteliers do proactively to accelerate the change to an integrated revenue generation team? Here are just a few of the organizational, financial, technological and philosophical changes and action steps needed.

Read original article

百度一下:Hotel revenue management: An integrated strategy of RM, S&M, CRM 查找更多相关信息!


360搜索:Hotel revenue management: An integrated strategy of RM, S&M, CRM 查找更多相关信息!


Google Search:Hotel revenue management: An integrated strategy of RM, S&M, CRM Find more information!




------分隔线----------------------------
没安装畅言模块
Booking.com-缤客酒店预订
悉尼港歌舞表演游轮Sydney Showboat(歌舞表演+三道式晚餐+复古明轮船)